Mediacom completes Propaganda line-up
Paul Chard, managing partner at MediaCom, one of the world’s leading media agencies, has joined the line-up for next week’s Propaganda Factory, which brings brands and content producers together with digital agencies and marketers to chart next-generation business models in entertainment.
C21′s third Propaganda Factory, a unique one-day interactive networking event designed to provide an expert view on how to market, PR and build content brands in the digital age, takes place on July 4 at Bafta in London.
The UK’s top digital agencies and marketers will come together to discuss strategies, tips and tricks to ensure maximum impact in a fast-changing digital world.
This event covers everything from how to ensure you have the best social media strategy to second- and third-screen marketing, and much, much more. If you are responsible for a content brand, this is a must-attend event.
Book your place for as little as £299 per delegate – CLICK HERE
To book by phone call +44 (0)20 7729 7460
C21’s Propaganda Factory 2012 Agenda (Subject to change)
Coffee and Registration
Teaching a teapot to speak
Anders Plyhm, creative director, SapientNitro
With the help of technology we can attach stories and utilities to real-world objects (and even places). We can create an emotional connection to what otherwise might be perceived as a “dead object.” For example, we can make that milk carton that you have in front of you at the breakfast table talk. Point your mobile phone to the pack and hear the farmer’s story about how he and his father before him proudly produce milk for your consumption. Anders will briefly talk about a project with a large global manufacturer of soft drinks where we taught a soda bottle not only how to speak, but how to sing.
Digital marketing case studies – part 1
The first in a three-part series of masterclass sessions in which leading digital media creatives and strategists showcase their best work and explain how you can apply the underlying principles to build content brands.
The changing relationship between brand, content and utility, its transformative economic impact and the challenge of delivering this across multiple screens
Justin Cooke, CEO, Fortune Cookie
Justin Cooke is CEO of global digital agency Fortune Cookie and chair of the British Interactive Media Association and a member of the Wired 100. Citing practical, real-world examples and a host of do’s and do not’s, Justin will demonstrate how UK brands are responding to the challenge and realising the economic value of delivering engaging, relevant and useful content in a multi-screen world.
What’s the story?
Rich Coggin, digital creative director, Archibald Ingall Stretton
We love stories. We read, watch, narrate, think and dream them every second of every day. We are immersed in thousands of them; simple ones, like where we are going to go for lunch. Or longer and deeper narratives, such as a relationship with a loved one or a friend.
What are the key components that allow a brand or product to become one of those deeper narratives that people will engage with, love and want to open their wallets for.
Case studies: One Direction and PS VITA
The Value Exchange: The power of branded content to engage, reward and persuade an audience
Krane Jeffery, head of Yahoo! Studio
With the proliferation and choice of free content in recent years, consumers expect far more from advertisers, and advertisers themselves are looking for true engagement. Delivering personalised and contextually relevant branded content to the right audience/community in meaningful numbers can reinforce or shift brand perceptions and Yahoo! Studio is seeing a trend of advertisers spending on these types of campaigns to complement and enhance existing online campaigns. The growing relationship between branded content and social media and the increasing use of video content are also major considerations for brands. This session will discuss the development of branded content along with the results of Yahoo!’s recently completed ‘Subconscious Storytelling’ research, which explores the effectiveness of branded content. It will also cover recent successful campaigns run by Yahoo! Studio.
How social can a luxury brand become?
James Kirkham, managing director, Holler
James will explore the juxtaposition of luxury brands and social media. Using Alfred Dunhill as a case study, he will discuss how a combination of branded entertainment, storytelling and fan building helps define the purpose of a brand and increase the reach it can have too.
Networking coffee break
Digital marketing case studies – part 2
Chris Clarke, chief creative officer, LBi
Coke Olympics – building digital engagement with teens around the world.
Chris Clarke from LBi discusses the need for ongoing digital engagement to get the most value from content investments. Using LBi’s own work on the Olympics for Coke, Chris will show how sponsorship is not enough on it’s own and brands must work hard to activate in an original way.
Engage and Inspire!
Chris Gorell Barnes, CEO and founder of Adjust Your Set
In this digital age, consumers are increasingly sifting through a vast array of data and information, on a number of devices and platforms. So how do brands bring the audience to them and engage in a relevant and inspiring way?
Using case studies from a range of brands including Marks & Spencer, Thomas Pink and British Airways, Chris Gorell Barnes, CEO and founder of Adjust Your Set, will highlight how online video is becoming the medium of choice for content brands in today’s market.
Digital killed the TV star… really?
Alberto Barreiro, head of Experience ITV, Online and On Demand
For a long time digital technologists predicted the death of the linear TV experiences as we know it.
Is that the reality or an insight into a scary dystopian future?
Social Media is changing the game, TV viewing is recovering its eventfulness and social relevancy.
The future of TV is being written as we speak.
Engagement Promotions : Turning engaged fans into actual consumers
Grant Little, head of digital, Upfront
Brands now understand the need to engage with their audience rather than just ‘tell and sell.’
This engagement, driven through content, aims to create brand fans – loyal advocates with deep two-way relationship with the brand – rather than just passive consumers. This methodology is displayed in our Foster’s Funny case study. We all accept the principle that having brand fans drives up brand affinity, which in turn keeps the brand front of mind in the attention economy, which in turn is supposed to encourage sales. However, does having legions of fans really mean more sales, or are they just people who like your content and your brand but are still open to other, perhaps simpler and old-fashioned methods of persuasion to purchase products and services from competitor brands? Within a Foster’s context this would be the equivalent of three guys in a pub chatting excitedly about how much they loved the Fast Show on Foster’s Funny while drinking Carling because it was on offer! Grant Little, head of digital at entertainment marketing agency Upfront, examines how tying together promotional marketing techniques with a brand engagement platform can hopefully lead to fans who are also consumers.
Life by You
Yifat Fouchs, managing director, Screenz Europe
The challenge: transforming Nike Nightrun Tel Aviv into a rich online and social media event; one that would enable participants to share their experience across various digital platforms in real time. Within the concept of Get Social – Run Together, we created the Runners Wall where runners could meet online and set joint training sessions. During the event, the Live By You mobile application offered runners the unique opportunity to broadcast their personal running experience directly to Facebook. The result: the creation of a virtual community with thousands of live videos, massive PR coverage and Best Marketing Campaign of the Month award.
Click here for more on the Nike Nightrun
Leading Facebook creatives and strategists provide an A-Z of how to create compelling campaigns on Facebook and showcase some of the most effective work in the marketplace.
Using the lens of social experience to create powerful social media platforms
Matt Holt, EU social lead, SapientNitro
An advocate of “social mechanics, not social media,” Matt has been involved in the creation of a number of social experiences on the Facebook platform, including the Share Happy app for Unilever and a female runner community for Asics. He will share his thoughts on how to ensure your Facebook activity is a success including the importance of social mechanics, social frameworks and the need to consider Facebook as part of a wider digital experience eco-system.
Creativity in video
Katrina Howell, digital creative director, Red Bee Media
Discover how to increase engagement with fans and generate excitement and talkability around your marketing campaigns.
Kat will showcase two recent Facebook campaigns, which highlight unique ways to create personalised video experiences and push the boundaries of social media.
She will explore ways to extend the narrative of a TV show and create new ones, which not only deliver an experience in line with the high production values of the show, but also put the viewer at the heart of the video by breaking new ground to seamlessly integrate Facebook data.
She will also show how personalised video can permeate into the functionality of the Facebook platform in unique ways, which generates social currency for viewers to share with their Facebook friends.
Live social content – a successful engagement model for brands
Jadis Tillery, head of social media, dot.talent
On June 13, 2012, dot.talent launched a Facebook first in the form of Littlewoods Live, a live branded entertainment broadcast featuring a UK celebrity for Littlewoods.com that was streamed exclusively on their Facebook page. Learn how maximising word of mouth, measuring effectiveness and creating outstanding branded content can embrace the power of social media in your own content offerings.
Dot.talent works with broadcasters, production companies and publishers to harness the social power of celebrity to amplify brands.
Nick Hajdu, chief operating officer, Adjust Your Set
Adjust Your Set is a full service video agency specialising in content across multiple channels from online to social media, in-store and connected TVs. The agency launched the first fully integrated Facebook video player for Debenhams in 2010, creating a unique customer experience that allowed users to click through to products directly from the brands’ Facebook pages. Since then the agency has launched similar Facebook players for other clients including Marks & Spencer and Thomas Pink. More recently, Adjust Your Set launched the social video tool Chatter which allows brand to search, capture and curate relevant conversations about a particular topic from Facebook, Twitter and blogs. This tool is also integrated into the Facebook player for Marks & Spencer. Using video demos and insight, Nick Hajdu COO and co-founder of Adjust Your Set, will discuss how you can use video embedded into Facebook pages to market your brand.
Digital marketing case studies – part 3
The third in a three-part series of masterclass sessions in which leading digital media creatives and strategists showcase their best work and explain how you can apply the underlying principles to build content brands.
The Marshmallow Test
Chris Jefford, founder and strategy director, Hometown
A brief look at how understanding the simple relationship between a child and a marshmallow can help us to get to more interesting content.
Heineken star player, two screen gaming
Toby Barnes, product strategy director, AKQA
Looking at the evolution of Heineken Star Player and exploring the technical challenges of a real time companion application. How can gaming be best used as a way of brand promotion and how the brand message in reinforced in the digital sphere?
Make it fun
Chris Kempt, founder, Kempt
Gamification is one of the hottest topics in marketing but could there be more to it than simply adding points and achievement badges? How can you use the power of fun to engage users and turn a crowd into an audience and do you need to be a funky youth brand to do so?
How content is changing the business
Paul Chard, managing partner, MediaCom
The world of digital has completely altered the processes behind how media agencies deliver client strategies. Paul will give an insight into how MediaCom is moving into the World of Content…
How brands are evolving their marketing strategies in the digital age.
Brands showcase their most progressive work and discuss how they are changing their approach to marketing, becoming content producers along the way in this interactive session.
Smeg: an evolving approach to Digital
John Davies, brand manager, Smeg
This presentation begins by focusing on Smeg UK’s heritage and traditional approach to marketing predominantly through successful print campaigns, and charts the brand’s recent evolution and investment in digital. It explores the digital assets Smeg has currently invested in, the areas where the brand is looking to develop in the future, plus some of the challenges it faces along the way.
Claire Higgins, online marketing manager, Selfridges
Brand integrations in Big Brother
Claire Heys, director, brand partnerships & licensing, Endemol UK
Everyone is talking about product placement but very few deals are actually progressing to air. Claire Heys will talk about how Morrisons and Schwartkopf have created brand partnerships around their product exposure in the Channel 5 series.
Sponsors and media partners